// @author Rob W <http://stackoverflow.com/users/938089/rob-w>
// Demo: var serialized_html = DOMtoString(document);

function DOMtoString(document_root, keyword) {
    var node = document_root.querySelector(keyword);
		return node.innerText;
}
function GetAtt(document_root, keyword){
	var node = document_root.querySelector(keyword);
	var result = node.getAttribute('src');
	return result;
}
chrome.extension.sendMessage({
    action: "getPName",
    source: DOMtoString(document, "#itemTitle" )
});
chrome.extension.sendMessage({
    action: "getPPrice",
    source: DOMtoString(document, "#prcIsum" )
});
chrome.extension.sendMessage({
    action: "getImageURL",
    source: GetAtt(document, "#icImg" )
});